May 21, 2008

Gehry's dutiful B1 charade and the marketing of naming rights

Atlantic Yards Report

In for a dime, in for a dollar--or many, many thousands of them. The opportunity to build his first arena, and maybe even "a neighborhood practically from scratch", means starchitect Frank Gehry dutifully participated in a charade over the name of the flagship Atlantic Yards tower, which is now--as predicted by me and NoLandGrab--up for a naming rights sponsorship.